C/M/554. Dissertation. The impact of advertising on the formation of self-concept

This dissertation deals with the impact of advertising on the formation consumers' self-concept and its implications for fashion-related industries. The literature review provides a detailed analysis of the roots of self-concept, the way it is shaped through social comparison mechanism, and the role advertising plays in this formation process. The issues of attitudes and beliefs are duly highlighted. The primary purpose of discussion is to explore the way idealised body image is shaped and the way it affects consumers' self-perception. The study is based on the used of mixed philosophical stances with the use of primary and secondary data collection tools. The primary data collected with use of structured questionnaires was analysed against the available secondary findings. The paper outlines the recommendations for marketing practitioners who deal with fashion advertising and closely related to the issues of idealised body image.